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AEON FASHION PREVIEW JULY – OCTOBER 2022: FIT-STYLE, VACATION WARDROBE AND WEDDING BELLS.

AEON FASHION PREVIEW JULY – OCTOBER 2022:FIT-STYLE, VACATION WARDROBE AND WEDDING BELLS. | Hello fashionista! Don't have anything new on your wardrobe to wear tomorrow? Fret not, AEON Retails have a lot of new clothing line for you to OOTD! 


AEON recently, previews upcoming trends as we adjust to endemic’s needs, where we are travelling often now and of course we do OOTD when we travel. Some wants to look fresh and here it goes.

fashion show in mrt,
TQ AEON for the invite for my first fashion preview 2022!


AEON spotlights three trends on how customers are celebrating the endemic: athleisure, vacation wear and bridal wear. From the launch of a new athleisure brand from Japan, innercasual or in short, iC that features superior fabric technology at a community boutique gym, TRIBES Boxing Studio; to an immersive fashion showcase inside a running MRT to celebrate travel rebounds;
and finally, to accessible bridal dresses as weddings boom making up for lost time
post-pandemic.

1. innercasual iC Teams Up With Tribe Boxing Studio For Athleisure

innercasual iC Teams Up With Tribe Boxing Studio For Athleisure
innercasual iC Teams Up With Tribe Boxing Studio For Athleisure

Universally taking the world by storm, athleisure becomes a way of life and after making waves successfully across many countries, AEON finally announces the arrival of innercasual or in short, iC in Malaysia. AEON has diligently selected the community boutique gym, TRIBE BOXING STUDIO which is famed for its group kickboxing to energetic pumping music to launch its first collaboration with iC.


innercasual or iC promises top quality with sustainability high on agenda featuring
size and age-inclusive – all while staying accessibly priced and budget-friendly to be true to its everyday-good-value mantra. 


tribe boxing tropicana gardens mall,
me trying to kickboxing!

The brand intends to set its motion in Malaysia by introducing 3 distinctive styles: 
- the fun and functional ActiveWear
- the exciting technology to enhance lifestyle’s PeaceFit
- as well as the Sustainable fashion range in collaboration with the iconic British designer and activist, Katherine Hamnett, a pioneer in ethical fashion.


‘SAVING THE PLANET’ is the message on many innercasual, iC tees print that
embodies Katharine Hamnett’s will and passion to protect the earth and the
environment that nurtures it. Each piece in the collection commits to eco-friendly
fabric, the organic cotton – grown in fields with no use of pesticides or chemical
fertilizers. Long and repeat wearability is also another of Katharine’s fierce
commitment for this collection.


AEON’s Deputy Managing Director, Naoya Okada
AEON’s Deputy Managing Director, Naoya Okada


Present to launch the brand, AEON’s Deputy Managing Director, Naoya Okada enthused, 
“innercasual is all about being comfortable while opting to be versatile and flexible in our way of life so the decision to ensure that the brand is brought to Malaysia is definitely a good fit with our lifestyle strategy.”

One of iC’s most notable strength is the immediate comfort of the silky soft and buttery material that is snug and cosy the moment it’s put on while providing confidence with built-in functionality of sweat absorption and quick drying ability. In addition to being made from stretchable and lightweight material that supports movements, iC is also designed to be anti-odour, anti-bacterial and with UV-protection.

Low Ngai Yuen with TRIBE Boxing founder
Low Ngai Yuen with TRIBE Boxing founder

Marking the launch of iC with a community of fitness enthusiasts, TRIBE Boxing
Studio, Low Ngai Yuen, the Chief Merchandise and Marketing Officer added, 
“We found a community partner in TRIBE that champions the same value – actively prioritizing fitness while empowering one’s own style. We call it the fit-style at AEON.

Whatever your silhouettes or body types, iC is about supporting you 4-ways: functionality, aesthetic, sustainability and affordability. As a treat for AEON Members Plus, we are inviting them to experience the much sought-after group-boxing classes here at TRIBE over the weekend. To the TRIBE community, AEON is inspired to do more because of you and we are definitely very pleased to announce other holistic collaboration with full access to live a life of wellness from a variety of food and beverage choices to boost energy and strengthen physique.”


2. Everything you need for revenge travel

fashion show in mrt,
Influencers for the fashion show

As domestic travel goes on a spree and travel restrictions begin to lift, AEON
introduces the various brands that belongs to your vacation wardrobe. From new
arrivals of resort wear to street-comfy to getaway clothes, a lineup of the season’s most trendy and size-friendly is in stores now!


fashion show in mrt,
Fashion show in MRT


Among the brands that includes are :

• Scar
Made to express is Scar’s identity – every person is empowered to wear Scar
however they wish and with exploration high on its agenda, Scar showcased
tie-dye, crop flutter-layers and personalized unexpected detailing as the
season’s preferred look.


AEON Fashion Preview 2022,
Clothes for all sizes!

AEON Fashion Preview 2022,

• Puteri
Our modest range that champions relaxation and trend effortlessly. Also comes
with Muslimah swimwear, garbed with stylish chiffon outerwear.

• PlusCollection
Every size is beautiful being the brand’s core value, travelling this season is
never more stylish with floral printed linen fabrication. Denim is also a big
feature to rough it out for your off-road expeditions.

• Arcadia
For classy travels, look no further than Arcadia which offers a wide range of
timeless styles. Linen tops and pants with neutral, earthy tones and embroidery
detailing make each collection a keepsake.

• M
Even mothers should travel – comfortably at that too. Wrinkle-free, machine-
knit for lightweight fabric and nursing-friendly; M is known for its best-selling
maternity pants in addition to convenient nursing tops, dresses and skirts.

rubini malaysia model,


• ti:zed
This brand screams must-haves: the handy knit essentials that is easy to throw
into the overnight bag such as the stylish hoodies and pullovers for men, and
easy to manage cotton printed shirt-dresses for any sudden occasion.

AEON Fashion Preview 2022,

• Guys’ Vision
Print is definitely in for vacation. Print on print is pulled off best with this brand’s
ingenious way to stand out looking good.

3. Weddings are back

bridal collection at AEON retails,
Bridal Collection at AEON!


After almost two years of cancelled weddings and nuptial banquets, finally,
celebrations of happily-ever-after returns with an intense vengeance. For the first time, AEON will present a budget-friendly and size-inclusive bridal and bridesmaid collection.


bridal collection at AEON retails,

bridal collection at AEON retails,


Collaborations with famed bespoke and made-to-measure designer, Zachrin Jaafar and Kay Ibrahim as well as established bridal houses such as Ivory Romance, are also to be expected in store come September.


The July – October 2022 AEON Fashion Preview is launched by AEON’s Deputy
Managing Director, Naoya Okada who announced, 
“Fashion is about living it to the fullest and AEON is all about making sure we are there, helping to create all the right moments."

Also present are Low Ngai Yuen, AEON Group Chief Merchandise and Marketing
Officer alongside with public figures and community influencers: Niena Azman,
Bakhtiar, Debra Jeanne Poh, Edison Ho, Hazeeq Dean, Rubini, Haneesya Hanee,Charissa Chong, Rita and Shazlin
.


This initiative is in line with AEON’s efforts in championing the United Nations
Sustainable Development Goal - 8 and 15, focusing to promote a peaceful and
inclusive society for sustainable development, provide access to justice for all and
build effective responsible and inclusive institutions at all levels; as well as protecting, restoring and promoting sustainable use of terrestrial ecosystems.


It was a great event I attend so far this year, even though it is quite hectic but it is very fruitful and yes, I learn boxing too that day. Gonna stocks up on my iC clothes soon for more boxing sessions, shall we?





About AEON Fashion Preview (AFP)

AEON Fashion Previe (AFP) is a tri-annual event of what’s upcoming for AEON’s fashion brands. Highlighting the latest in trends, styles, colours and textures as we showcase the new season’s arrivals as well as announcing exciting collaborations. Live ahead of trends with AEON.


About iC

iC is AEON’s inner wear specialty concept store of functional innerwear, active wear and casual wear. By listening and prioritizing the voices of customers, iC is fully committed to develop products which fit into customers’ daily lifestyle with maximum comfort. iC offers affordable products which are high quality, functional, sustainable, and suitable for all ages and sizes. The 5 main brands of iC, PEACE FIT, ACTIVE WEAR, KATTHARINE HAMNETT, MIRAI BEAUTY, ORGANIC COTTON focus on being functional, comfortable and sustainable for everyday wear.

Shop for iC at AEON Taman Maluri Shopping Centre, AEON Mid Valley, AEON Mall Bandar Utama, AEON Mall Wangsa Maju and AEON Mall Tebrau City.

For more information, please visit:
Website: https://lifestyle.myaeon.com.my/special-campaign/innercasual
Facebook: Inner Casual By AEON Malaysia
Instagram: innercasual.my

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